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Ballarpur Industries chalks out aggressive retail strategy

29-September-2004
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Ballarpur Industries chalks out aggressive retail strategy

Stressing on the retail business, Ballarpur Industries Limited (BILT) has decided to procure a stronger brand image in the market with a wide range of products. And, the Rs 2,255-crore company is planning to launch a new product every month in retail segment. Royal Executive Bond and Matrix are the two existing brands in this segment.

Vice Chairman and Managing Director Gautam Thapar informs a whole-new campaign on the retail products is expected early next year. Currently, Lowe is handling the Rs 5-crore advertising account.

Further elaborating the various brand building and promotional initiatives that the company has undertaken, Thapar says majority of the initiatives are being carried through below-the-line activities. A number of Golf sporting events are being sponsored this year. “These events not only give an opportunity to invite the premium customers, suppliers and distributors but help in leveraging the image of the brand,” he adds.

Citing examples of the golf events sponsored by the firm, he says world number one Vijay Singh would be the star attraction at the BILT Skins 2004, which will be played at DLF Golf and Country Club from November 13 to 14. This event is a follow up of BILT Skins Golf 2002, which was a great success. The company has invested Rs 3 crore for the entire activity.

“We are in the process of moving many products in the retail segment like note pads and office products. Sponsorships of major golf events in the country will be one of the means to push the products in the market”, Thapar says. Golf has also been used in the advertising campaigns released in the past.

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